The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Social Media

The Ad You Stay In

Agency TBWA\Chiat\Day NY / New York + Hilton / Virginia + RedSlash / New York + 1stAveMachine / New York

Client Hilton


Social Post / Single

Annual ID


About the Work

It Matters Where You Stay, even on the fastest-moving place on the planet: TikTok. Hilton broke the convention of short-form videos by debuting a 10-minute TikTok post. While the rest of the travel industry is fixated on the destination, Hilton decided to stand “For The Stay” in their first-ever global brand platform. To prove that wonderful things happen when you stay, we wanted to pioneer a new type of social asset where we reward people for staying in an ad. With increasingly shortened attention spans and at a time when the most-engaged videos on the platform range between 21 to 34 seconds, we wanted to encourage audiences on the most go-go-go social platform to slow down to get a taste of the Hilton Stay. Our 10-minute video was made specifically for TikTok. We partnered with Paris Hilton and 7 of the most influential creators on the platform to star in the video. Each creator showed up in a way that stayed true to their style, from dueting a cooking video to remixing our TikTok into an original song. We wrote specifically to the influencers’ tone of voice and collaborated with them to bring the script to life authentically. We also played into TikTok’s strengths by leaning into the natural storytelling model of TikTok, using TikTok-specific editing techniques, and integrating fonts that are native to the platform. In the first 24 hours after launch, our 10-minute TikTok garnered 2 million views—a week later it had exploded to 16 million. Now, it’s reached 35.5 million views and counting. People have spent over 6 million minutes with this piece of content. As for creative effectiveness, its popularity resulted in the cost per view invested in paid support to be cut in half.

2023 Awards

Total Points: 21



TBWA\Chiat\Day NY / New York

Client / Brand

Hilton / Virginia

Production Company

1stAveMachine / New York

Post Production Company

Redslash / New York

Art Director

Anika Grube


Alexa Padron


Gray Fraser

Chief Creative Officer

Amy Ferguson
Andrew Sherman

Chief Marketing Officer

Mark Weinstein

Creative Director

Marco Martins

Director of Photography

Jordan Parrot


Jonah Oskow

Executive Creative Director

Dan Zank
Myron Nilsson

Music Supervisor

Ryan Alons

Associate Producer

Zach Stimell

Chief Executive Officer

Nancy Reyes

Global Executive Creative Director

Gabriel Cheung

Senior Integrated Producer

Sarah Haroldson

2D Artist

Dylan Nett
Rushabh Madalkar

2D Lead Artist

Kieran Hanrahan

assistant editor

Saiara Mashiat

Audio Engineer/Mixer

Corey Bauman

Business Director

Emily Downs

Business Lead

James Sparano

Chief strategy Officer

James Sowden


Stephanie Park

Director, Global Enterprise Marketing

Ryan Kasperski

Executive Director, Digital & Social

Anthony Hamelle

Executive Producer & Partner

Heath Raymond

Executive Strategy Director, Social & Content

Lesley Parks

Finishing Editor

Eric Bigman

Head Of Production

John Doris

Manager, Social Strategy

Emily Bishop

On Set Editor

Trevor Hicks

Partner & Executive Producer

Sam Penfield

Post producer

Asia Vo

Production Designer

Brittany Ingram

Senior Business Affairs Manager

Anne-Camille Charpié

Senior Business Manager

Samantha Maceil

Senior Director of Social Media

Katie Riley

Senior Manager, Social Media Strategy

Lindsey Ryan

Senior Manager, Social Media Strategy & Influencer Marketing

Elliot Grossman

Senior Matte Painter

Charles Lee

Senior VFX Artist

AB Yibin Su

Social Strategist

Julia Seng-Sourinho

SVP, Global Enterprise & Brand Marketing

Amy Ziegenfuss

VFX supervisor

Sean Ross

VP, Global Head of Content Marketing & Digital Strategy

Dan Reynolds

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